PENGARUH EXPERIENTIAL MARKETING TERHADAP KEPUASAN KONSUMEN (STUDI KASUS: CINEMA XXI IMAX GANDARIA CITY, JAKARTA)
ABSTRACT: The objective of
this study is to examine the effect of experiential marketing on customer satisfaction,
taking the case study of Cinema XXI IMAX Gandaria City, Jakarta. Theconcepts of
experiential marketing (i.e. strategic experiential modules and experienceproviders)
and customer satisfaction were taken from various resources. Both primaryand
secondary data were employed. Secondary data were taken from journals, books, and
articles. Primary data were collected using self-administered questionnaire
which were distributed to the respondents through online and offline method.
Respondents were those who had watched at Cinema XXI IMAX Gandaria City,
Jakarta for at leasttwo times in the last six months. Using purposive sampling
technique, a total sample of100 respondents was obtained. Validity and
reliability tests were employed to examine the research instruments. The
statistical data were analyzed by SPSS software version 17.0. The multiple
linier regression analysis was employed to verify the hypotheses. The result
shows that strategic experiential modules and experience providers partially
and simultaneously, had significant influence on customer satisfaction.
Keywords: Experiential
Marketing, Strategic Experiential Modules, Experience Providers, Customer
Satisfaction
Penulis: Soli Noni Cecilia
Sinaga, Muchsin Saggaf Shihab, Krisfarah Syarfuan
Kode Jurnal: jpmanajemendd131090
